Social media research - aileen mc gloin
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Starting To Listen – Consumer Research Through Social Media Dr. Aileen McGloin Social Media Conference September 2010
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Aileen McGloin describes how safefood has been using social media monitoring tools
Transcript of Social media research - aileen mc gloin
Starting To Listen – Consumer Research Through Social Media
Dr. Aileen McGloin
Social Media Conference September 2010
Safefood’s Current Consumer Research
• Quantitative surveys • Qualitative research• Commission research• Web analytics
• Social Media Monitoring
Safefood’s Omnibus Survey Social Media Use For Food and Health Information
Dr. Aileen McGloin
Social Media Conference September 2010
Social Media Usage
Key Topics On Social Media
Following Health Organisation on Facebook
Talk to Friends About Healthy Eating On Social Media?
Healthy Eating On Social Media
Talk to Friends About Food Safety On Social Media?
Food Safety On Social Media
Safefood’s Social Media Research
Dr. Aileen McGloin
Social Media Conference September 2010
Our Social Media Research
• What food safety and nutrition issues are people talking about on social media?• Key topics of conversation?• Confusion?• Incorrect information?
• Who are the key contributors?
Challenging Issues
• Geography• Search terms• Brands• Food issues
Social Media Monitoring – Weigh2live
Dr. Aileen McGloin
Social Media Conference September 2010
Search for brand terms
Click here to add Bullet Point 1
Click here to add Bullet Point 2
Click here to add Bullet Point 3• Sub point• Sub point• Sub point
Search for Weigh2live
Click here to add Bullet Point 1
Click here to add Bullet Point 2
Click here to add Bullet Point 3• Sub point• Sub point• Sub point
Blogs Comments Message Boards
Microblogs Others Social Network Videos Wikipedia0
10
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Search for brand terms
Word Cloud for Wiegh2lIVe
Social Media Monitoring – Key Pathogens and Contaminants
Dr. Aileen McGloin
Social Media Conference September 2010
Pathogens and Contaminants
02nd Aug 10-08th Aug 10
09th Aug 10-15th Aug 10
16th Aug 10-22nd Aug 10
23rd Aug 10-29th Aug 10
30th Aug 10-05th Sep 10
06th Sep 10-09th Sep 10
0
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800
900
e.coli
dioxin
campylobacter
listeria
salmonella
Social Media Monitoring – Nutrition
Dr. Aileen McGloin
Social Media Conference September 2010
Searching for Healthy Eating Terms
Search Term:
Diet AND
• Boards.ie OR• Irishhealth.com OR • Weddingsonline.ie OR• Rollercoaster.ie OR• eumom.ie OR• Politics.ie
Searching for healthy eating terms Click here to add Sub heading
Volume
Searching for healthy eating terms Click here to add Sub heading
Show search termJen to provide word cloud s
Social Media Research – Crowd Sourcing
Dr. Aileen McGloin
Social Media Conference September 2010
Conclusions
• Significant proportion on social media• One in five using it to share info on food and
health• One in 10 willing to join conversation on food
safety and nutrition issues – low starting point.
• Social media monitoring for brand terms is useful• Social media monitoring for food issues is
challenging
Thank you!
safefood social media monitoring group: Jennifer Luddy, Richard Murphy, Deirdre Cosgrove.
Market research coordinator: Sinead Duane
www.safefood.eu/en/Blog
www.facebook.com/safefood.eu
